Viral Marketing

Slide 1: Viral Marketing www.marketingamnesia.com

Slide 2: What’s wrong with status quo!! MARKETING AMNESIA Image Source – http://gapingvoid.com

Slide 3: Why get them to talk!! You are Broke VC’ s don’ t $$$ like your face Bad Credit Rating Image Source – http://www.scottphree.com

Slide 4: Why will they talk PR Phenomenal Product WOW!! Better Product Phenomenal Communication

Slide 5: Phenomenal Products Image Sources http://www.uncrate.com/men/images/2006/09/nintendo-wii.jpg http://www.wiiwii.tv/wp-content/uploads/2007/04/wii-sports-1.jpg http://www.mobilewhack.com/10-15-07-iphone.jpg

Slide 6: Viral Communication Airtel – Chaalis Chor Makemytrip – Chiddiya Udi Viral Source – webchutney.com

Slide 7: How can you get them to Talk!! Buzz Increasing Authenticity Decreasing Reach M Vir WO al

Slide 8: Defining a Viral • Online advertising campaigns and messages that depend on peer to peer forwarding to spread like a “virus” – Video / Audio / Flash / Joke / Article / Microsites • In other words – Content!! • Why Go Viral – Consumers are bored of traditional advertising – Clutter free!! – Exponential reach

Slide 9: Viral - Key Success Parameters • WoW!! It is fun, stylish, sexy, innovative or cool • “Finder” vs “Spammer” - Forwarder should be looked upon as the Finder. – Finder should be seen as cool and receiver of the forward should be entertained • Critical User Base – Seed the viral to a critical user base - required to achieve exponential growth • “Make the logo bigger” – Doesn’t work!! – Content is King!! People forward creative content, not the brand!! In your face marketing lowers chances of being forwarded • Exceptions – Tata Nano, iPhone, Wii etc.

Slide 10: Why should the consumer forward • Timepass entertainment!! Cool!! • Monetary Gain!! – Finder vs Receiver!! Who should gain?? • Social Do Gooder!!

Slide 11: Finally - Make it easy for them to talk!! • Embed in a blog • Email a friend • Share with your email address book • Share on facebook • Social Bookmarks • And many many more… • Basics Being – Use existing networks and communication mechanisms

Slide 12: References • Viral Advertising in 2005 - Top 7 Tactics, How-Tos & Measurement Data – MarketingSherpa Special • Online viral marketing: the strategic synthesis in peer-to-peer brand marketing – Justin Kirby, Managing Director of DMC • The Word on ‘Word of Mouth’ – Dave Balter, President of BzzAgent • Viral Marketing – Russell Goldsmith, Prentice Hall Business • Buzz Marketing with Blogs – Susannah Gardner, Wiley Publishing • Viral Marketing Strategies – Brice Le Blévennec, President, Emakina

Slide 13: My Blog – www.marketingamnesia.com